Push-Technology!

Learn how to use the art of "Push-Technology"
to get your sales messages right in front of
your prospects' faces.  Works better than
any other form of advertising.

by Esther Smith

Using email to send your ezine, newsletter or marketing messages, is being referred to as "push-technology", or shoving your messages into prospects' faces. Direct-to-desktop is the new path and referred to as "pull-technology", or putting your prospects in charge of what they choose to read , and when. This is preferable as it does not overload their inboxes with nonsense they don't want and often never asked for.

RSS publishing, or Remote Site Syndication, is a tool used by increasing numbers of online publishers and marketers alike because the delivery system, plus the advantage of having their content syndicated. We will not get into the technical aspects in this article because more knowledgeable writers have already done that. Instead we will focus on the many benefits.

Moving from push to pull technology will take a different frame of mind. There are both increased benefits as well as responsibilities for the publisher. They must provide very high quality content - much more than email publishing. This content should be original, and if at all possible, written by the publisher as testimony that he/she holds credibility in that field.

Your present "list", the one you guarded with your life and built from scratch, will be a thing of the past. Your list will decrease substantially when you move to pull technology but not to worry -- your loyal readers will follow you anywhere. The rest were users; members only in it for free ad space or part of your dead letter addresses. Indeed, your syndicated newsletter will be seen more and more by people whoa are really interested in what you have to say.

The old way focuses on quantity for success -- direct-to-desktop publishing use pull technology and focuses on quality for success.

Similar to a blogging format for weblog, you do not have to publish a complete newsletter each week. Rather, you post a piece of it on any given day. RSS carries your newsletter's Title, disclaimers, and your opening greeting. All you need to do is put in a daily message like an editorial, an article, or some classifieds. The RSS feed will carry this as a link along with the first paragraph or two of your latest "posting". The feed will hold up to fifteen of your recent entries. Your visitors and subscribers will visit your link at their preferred time.

Ideally, with almost daily posts it may seem like more work but in reality publishers are finding it takes far less effort once they get the hang of it. Your subscribers will begin to build quickly with a marketing tool called "pinging weblogs" -- a totally awesome tool.

Search engines will play a large part in your syndication. Using Google as my example, they look for sound content, useful quality information -- not a page that begs "buy now" over and over. These superior content RSS sites will be spidered by the search engine with no effort or cost on your part.

In direct-to-desktop publishing, as in RSS, your subscribers will decide what they want to read and will not be subjected to their ISP's decision as to what shall, and shall not be allowed into their email box. New laws and Spam-filters were supposed to be discouraging these low-life advertisers, but it has only made them more cunning in their determination to push their message in your face. Why would they be threatened by new laws that can't be enforced? We have lost this war! I say let these criminals have it. Sooner or later everyone will come to realize that there is no way the email medium can be rescued anyway.

One ebook explains it best: "The survival of the Internet as a viable marketing system will be through strong communities online that are grounded in moral integrity and protection of it's members."

© 2004 Esther Smith

You can’t get back your hours but you can stop giving up more of them.  Start young, retire early.

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Be sure to bring your party pants!

This invitation is extended to the 95% who have failed to find any real wealth on the Internet. All of your efforts have been a long line of dream stealers and the road has been tough, I know. Solo all the way and more often than not, the training you were promised was in poverty and patience.

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Esther Smith
Author/Publisher of "The Permanent Venture"

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